Wired
Whenever the digital flagship of Xiaomi is unveiled, there will inevitably be a wave of heated discussions on the Internet. This time, Xiaomi 11 is naturally no exception. Before and after the press conference, discussions about price, configuration, performance, and chargers continue.
What’s interesting is that before the other Snapdragon 888 flagships will be launched, everyone has set the Mi 11 as a new generation of “flagship goalkeeper”.
Geek’s Choice also mentioned the term “Quality Inspector” in the evaluation video a few days ago, but in any case, this represents everyone’s affirmation of Mi 11, and it also triggered my thoughts. Xiaomi?
The world martial arts, the only fast does not break the goalkeeper, this refers to the name of the position in front of the goal in ball sports, the main task is to guard the goal, but also the team’s last line of defense.
In the flagship machine, the “goalkeeper” may mean the entry barrier. The first to have this title in the impression is the Mi 10 released in early 2020, although the price of 3,999 yuan at that time was much more expensive than previous Mi digital flagships. , But with the continuous appearance of various flagships, everyone discovered that the original Xiaomi Mi 10 is the one with the most balanced configuration and price. It is a lot more expensive than its configuration, and it is almost meaningless than its price. So “Goalkeeper “This title was called down by everyone.
For goalkeepers, it is perhaps the most important to take the lead in the possession of the ball. Just as Lei Jun’s Internet Seven-Character Jue said: “Focus, extreme, word-of-mouth, fast”, the seventh word “fast” represents the world martial arts, only fast Not broken, so rushing to send the Snapdragon flagship chip is the first step to becoming a goalkeeper.
In fact, Qualcomm and Xiaomi have quite a relationship, not to mention the mutual shareholding of the two companies, that is, the cooperation on flagship products is the deepest among all mobile phone manufacturers. Lei Jun once stated on his personal Weibo that without Xiaomi, there would be no Snapdragon 800 and flagship phones, the Snapdragon 800 series have been accumulated since the birth, and Xiaomi accounted for 66% (two-thirds) of Qualcomm’s shipments in China. So to a certain extent, we can understand that Xiaomi is the “son of choice” of Qualcomm Snapdragon 800 series.
Of course, Xiaomi’s “first appearance complex” is not limited to the flagship chip. Looking back at the previous generations of products, you can also find that many new technologies have debuted on the Xiaomi flagship, such as the 100 million pixels of the CC9 Pro and the LPDDR5 of the Xiaomi 10 Memory, as well as the E4 luminous material screen adopted by Xiaomi Mi 11 this time, whether for marketing purposes or to enhance product experience, these first-launched technologies are very meaningful and give more goalkeeper products. Initiative.
Xiaomi flagship product definition
Of course, it’s not enough to have a flagship chip alone. As a master of comprehensive experience, the flagship machine must reach the top level in terms of image capability and screen quality, as small as fast charging power and motor vibration. After this conference, Many netizens say that Xiaomi Mi 11 has been upgraded from a goalkeeper to a “welding goalkeeper” and “welded” the door of the flagship machine to death. This also shows the degree of care that Xiaomi Mi 11 has in hardware stacking, and behind this, Xiaomi is inseparable The precise definition of the flagship machine.
A few years ago, Lei Jun said: The research and development cycle of Xiaomi’s flagship machine may be the longest among all peers, and it must last for 12 to 18 months.
If you put it now, this time may be shortened due to the faster iteration of mobile phones, so the Xiaomi Mi 11 we see now may have decided what configuration to adopt several months or even a year ago, so It is quite difficult to grasp the definition of a product.
Xiaomi has also stepped on thunder. On the Redmi K30 Pro last year, due to a misjudgment when defining the product 10 months ago, it missed the high refresh screen, which caused the pressure to face competing products in the later release and sales to double, and the situation was very embarrassing. , The same mistake was also made on Xiaomi Mi 9, due to the pursuit of lightness and thinness, but it was equipped with a smaller battery, which later became a big slot.
Fortunately, starting from Mi 10, the definition of digital flagship products has become quite outstanding. It is obvious that on Mi 10 and this time Mi 11, the previous feeling of “pull search and search” does not exist. This It is closely related to Xiaomi’s entry into the high-end and the change in the definition of flagship phones.
However, in contrast, the price has risen, but you can’t say that Xiaomi has lost its original intention. After all, Xiaomi’s users are also growing. They are no longer satisfied with 1999 yuan or even 2999 yuan products. Compared with the price, it is more balanced. The experience and the ultimate parameters are the true pursuit of rice noodles. In this case, the price decision-making idea of ”convincing executives overnight” can no longer impress rice noodles.
In the past 2020, the Xiaomi Mi 10 series has made a very successful breakthrough. At the press conference a few days ago, Lei Jun said that Xiaomi Mi 10 was priced at 3,999 yuan. At the beginning, he was afraid that he could not sell it. As a result, it sold very well. In terms of performance, Xiaomi has risen against the market during the epidemic and returned to the third place in the world. The launch of the supreme commemorative edition in the later stage has made Xiaomi stand firmly above the high-end price of 6,000 yuan.
Can Xiaomi 11 keep the door?
Although from the current public opinion, everyone generally appointed Xiaomi Mi 11 as the goalkeeper of this Snapdragon 888 flagship, but this can only be said to be a prediction. After all, there are still many products of friendly companies that have not been released, and their position on Xiaomi Eyes up.
And Xiaomi 11 is not perfect. For example, in terms of appearance, compared to other competing products, Xiaomi’s design is always close to meaning, and there is no inherited design style. This is also the short board of the digital flagships of the past. The 10 digital flagships are placed together. Judging from the appearance, you will not even think that they are products from the same company.
In addition, the emergence of more differentiated products has also increased the difficulty of Xiaomi 11’s gatekeeping, especially the audiences from iQOO and realme. A large part of the audience overlaps with Xiaomi users, while Huawei, OPPO, vivo and other manufacturers There is a big advantage in image.
The flagship phones have developed to the point where they are today, and each company has its own unique technology. Although Xiaomi Mi 11 may be the most balanced one, when more Snapdragon 888 flagships are released in the future, fast charging, images, even appearance design, Models with outstanding longboard advantages in body weight control may put a lot of pressure on Xiaomi Mi 11.
Fortunately, Xiaomi Mi 11 is just a starter. According to the release rhythm of the previous models, there will be large cup and super large cup models afterwards, and the higher-end MIX series has not been updated for a long time. We may be in these higher-end machines. Seeing more new technologies in model, Xiaomi in 2021 is still worth looking forward to.
2021 is the beginning of a new decade for Xiaomi, and it is also the year that Xiaomi once again hit the high-end. Now the public has given it the title of “goalkeeper”, which is recognition of Xiaomi’s definition of flagship products, but for the process of high-end, Making a good product is only the first step. From a longer-term perspective, starting brand building and enhancing Xiaomi’s brand awareness in the hearts of the public may be something that needs to be done in the next 10 years.
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